Abstract
HIV infection has been a concerning health issue prioritised by health governmental institutions that has required the development of public health policies with an integrated social marketing intervention in an upstream dimension. A behaviour change strategy should invest in segmented communication for priority targets, in partnership with multiple stakeholders.
This case explores and discusses the integrated social marketing programme developed by the Portuguese Ministry of Health to prevent HIV/AIDS in the period 2006–2011 and its long-term evaluation in behaviour change, comparing data from 2005 and 2017. This case shows the initial diagnosis; the social marketing strategy developed for different targets in partnership with civil society organisations, following a variety of theoretical frameworks; and effectiveness evaluation in epidemic outcomes. A guide is provided with questions for discussion.
Keywords
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences
Airhihenbuwa, C. O., & Obregon, R. (2000). A critical assessment of theories/models used in health communication for HIV/AIDS. Journal of Health Communication: International Perspectives, 5, 5–15.
Casais, B. (2008). Avaliação de campanhas televisivas de prevenção do VIH. Paper presented at the II Congresso da CPLP sobre DST e AIDS, Rio de Janeiro.
Casais, B., & Proenca, J. F. (2012). Inhibitions and implications associated with celebrity participation in health-related social marketing: An exploratory research focused on HIV prevention in Portugal. Health Marketing Quarterly, 29(3), 206–222.
ECDC, & WHO. (2013). HIV/AIDS surveillance in Europe 2012. Stockholm: ECDC.
ECDC, & WHO. (2016). HIV/AIDS surveillance in Europe 2015. Stockholm: ECDC.
ECDC, & WHO. (2017). HIV/AIDS surveillance in Europe 2016. Stockholm: ECDC.
French, J., Blair-Stevens, C., McVey, D., & Merritt, R. (2010). Social marketing and public health theory and practice. New York: Oxford University Press.
Gordon, R. (2013). Unlocking the potential of upstream social marketing. European Journal of Marketing, 47(9), 1525–1547.
Gordon, R., McDermmot, L., Stead, M., & Angus, K. (2006). The effectiveness of social marketing interventions for health improvement: What’s the evidence? Public Health, 120(12), 1113–1139.
Grier, S., & Bryant, C. A. (2005). Social marketing in public health. Annual Review of Public Health, 26, 319–339.
Hastings, G. (2003). Relational paradigms in social marketing. Journal of Macromarketing, 23(1), 6–15.
MartinKey, T., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325–333.
McDermott, L., Stead, M., & Hastings, G. (2005). What is and what is not social marketing: The challenge of reviewing the evidence. Journal of Marketing Management, 21(5–6), 545–553.
Merson, M. H., O’Malley, J., Serwadda, D., & Apisuk, C. (2008). The history and challenge of HIV prevention. Lancet, 372(9637), 475–488.
Milbourne, L. (2009). Remodelling the third sector: Advancing collaboration or competition in community-based initiatives? Journal of Social Policy, 38, 277–297.
Silva, S. C., & Silva, M. F. (2012). Failure is a stepping stone for success. International Review on Public and Nonprofit Marketing, 9(2), 153–179.
Truong, V. D. (2014). Social marketing: A systematic review of research 1998–2012. Social Marketing Quarterly, 20(1), 15–34.
Wymer, W. (2011). Developing more effective social marketing strategies. Journal of Social Marketing, 1(1), 17–31.
Acknowledgements
Beatriz Casais was the social marketing manager of the Portuguese National AIDS Coordination during the period the case respects to. João F. Proença gratefully acknowledges financial support from FCT-Fundação para a Ciência e Tecnologia (Portugal), national funding through research grant UID/SOC/04521/2013. Henrique Barros was the Portuguese National AIDS Coordinator during the period the case respects to.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2019 Springer Nature Switzerland AG
About this chapter
Cite this chapter
Casais, B., Proença, J.F., Barros, H. (2019). Social Marketing Applied to HIV/AIDS Prevention: The Case of a Five-Year Governmental Response in Portugal. In: Galan-Ladero, M.M., Alves, H.M. (eds) Case Studies on Social Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-04843-3_8
Download citation
DOI: https://doi.org/10.1007/978-3-030-04843-3_8
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-04842-6
Online ISBN: 978-3-030-04843-3
eBook Packages: Business and ManagementBusiness and Management (R0)